Mumbai, 14th July, 2025: In a bold, unconventional move to celebrate the launch of the Redmi Note 14 Champagne Gold variant, MOMS, the outdoor specialist unit of Madison World, executed an innovative mall activation titled the Gold Bar Prank. The campaign turned heads, sparked conversations, and brought real-world engagement to life across high-footfall malls in key cities.
The concept was simple yet striking: a realistic gold bar was placed conspicuously in busy public spaces such as food courts and corridors. As unsuspecting shoppers stooped down to pick up what appeared to be a stray gold ingot, they were met with a playful surprise, a QR code on the base reading “Scan to win gold.” The activation cleverly blended curiosity and reward, drawing spontaneous reactions from laughter to amazement, while driving direct traffic to Xiaomi India’s campaign touchpoints.
The buzz extended far beyond the malls. A video capturing the prank went viral across social media, crossing over 7 million views within 24 hours of launch, reinforcing the campaign’s ability to resonate both on-ground and online.
“Our aim was to create a light-hearted moment of discovery that not only engaged people but also led them directly to the brand,” said Deepa Gupta, Vice President, MOMS. “With the Gold Bar Prank, we wanted to blend creativity and curiosity to generate real footfalls and leave a memorable impression.”
Ritij Khurana, Associate Director, Brand Marketing, Xiaomi India, added,
“We know consumers are exposed to countless brand messages every day, so we are constantly looking for ways to break through the clutter in a meaningful way. With the Gold Bar Prank, our aim was to create a moment of surprise and delight that would get people to pause, engage, and connect with the brand. Placing a gold bar in the middle of a mall wasn’t just about grabbing attention, it was about creating a playful and memorable association with the Redmi Note 14 Champagne Gold variant. At the core, our intent is simple: to spark curiosity and invite people into the conversation around our latest launch in a way that feels fresh, relatable, and true to our identity.”
From identifying the right locations and conducting on-ground recces to executing every last detail, the campaign was fully managed by MOMS. The agency ensured that the experience aligned seamlessly with the brand’s positioning and campaign objectives.
MOMS is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year. MOMS handles blue chip clients like Asian Paints, Raymond, Pidilite, Maruti Suzuki, Mcdonalds, Bajaj, Caltex, Pepsico, ITC and several others.
Work link: https://www.instagram.com/reel/DL4pu3Ms9A3/?hl=en
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